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Main built-in journey, tourism and hospitality advertising and marketing company MMGY World solely reveals key trade insights within the newest Portrait of European Assembly and Conference Journey report. With key analysis carried out by the MMGY Journey Intelligence crew who concentrate on customized market analysis for the journey and tourism trade, the excellent examine offers precious findings on the MICE trade. The report – created in partnership with IMEX and MMGY Hills Balfour, sponsored by seven European Nationwide DMOs/CVBs – sheds gentle on the evolving panorama of European conferences and conventions, highlighting information and traits on assembly codecs, assembly venues and areas, in addition to measuring the impression of bleisure, economics, sustainability and well-being.
The report discovered that 2023 is proving itself as a “bumper yr” for worldwide M&C journey with figures already at 37% for those who would attend between 1–2 conferences exterior of their dwelling nation this yr, in comparison with 38% for the entire of 2022.
We’re thrilled to be sharing the 2023 version of our Portrait of European Assembly and Conference Journey examine. This report might be important in serving to each skilled planners, DMOs and the MICE trade typically to plan for the yr forward primarily based on quantifiable outcomes that present how persons are interacting within the MICE house this yr. It’s fascinating to see that following the pandemic, in-person conferences are again, nonetheless, digital and hybrid conferences – though much less widespread than earlier than – are right here to remain. It is usually constructive for the way forward for the trade that sustainability stays an growing consideration. Cees Bosselaar, Managing Director of MMGY Journey Intelligence Europe
Key findings from the 2023 Portrait of European Assembly and Conference Journey “Wave III” report embrace:
- Assembly Codecs – Europe goes again to in-person conferences. For each planners and attendees, in-person conferences are preferential, with 70% of planners arranging solely in-person conferences and occasions throughout the subsequent two years. As well as, 70% of members price in-person conferences as the best assembly mannequin over hybrid and virtual-only occasions. Nevertheless, it’s predicted that digital and hybrid conferences could enhance in reputation once more over the following two years.
- Assembly Venues and Places – Germany claims the highest spot for previous and future conferences in Europe for each occasion planners and attendees. America is the best choice for conferences exterior of Europe. Lodges and resort convention rooms are seeing a revival, with this pattern led by the U.Okay. and Germany, and sports activities venues are on the rise due to the U.Okay. market. Moreover, price stays an important issue for deciding the placement of conferences with a staggering 72% significance, carefully adopted by logistics of the venue dimension and it being an simply accessible location.
- “Bleisure” – Sixty % of attendees are prone to prolong a enterprise journey for leisure functions within the subsequent yr, with nearly half extending each home and worldwide journeys for leisure – up from 2022 – and two-thirds inviting their partner or companion on prolonged enterprise journeys. The probability to increase a visit for leisure decreases with age, with these aged 65-plus the least probably.
- Financial Influence – Lodging, airfares and price will increase are key considerations for planners within the MICE trade in 2023 and past – unsurprisingly within the present local weather – with COVID-19 dangers being deemed “a factor of the previous.” Moreover, accessibility and security are an important components for planners to contemplate. Rising prices are additionally the important thing concern for attendees in 2023, with three-fourths claiming that growing airfares will lead to much less journey.
- Planning Selections – The highest components affecting choices to plan a gathering or occasion within the subsequent two years embrace the overall enchantment of the vacation spot, ease of attending to the host vacation spot and the journey distance to the assembly venue.
- Sustainability – Demand for sustainable conferences continues to develop as attendees are more and more recognising its significance, with 50% of planners being requested to pick out venues that meet sure sustainability targets. Almost one-fourth of planners are partaking or subscribing to sustainability initiatives, while two-thirds of attendees are keen to pay extra in direction of funding environmental and sustainable assembly programmes. Curiously, one-third of respondents would additionally like their workplace to request much less journey for enterprise.
- Properly-Being – Multiple-third of planners report an increase in well-being enquiries, with train and regionally sourced meals of excessive significance. For attendees, 42% declare that well-being and “time-out” choices would have an effect on their closing resolution to attend a gathering or occasion. Different components considered are quiet areas and alternatives for leisure actions reminiscent of yoga, spa remedies and strolling.
For extra data or to buy a duplicate of the 2023 Portrait of European Assembly and Conference Journey “Wave III” report, go to: mmgyintel.com.
For additional data, please contact [email protected].
About MMGY Journey Intelligence Europe
MMGY Journey Intelligence Europe gives proprietary information and analysis designed to energy journey trade decision-makers by way of client insights, journey efficiency information, and viewers modelling and segmentation. With choices together with the inaugural Portrait of European Travellers® examine, MMGY Journey Intelligence Europe options prime client insights solely for the journey and tourism trade. To study extra in regards to the intensive assortment of analysis, analytics and technique providers, go to mmgyintel.com/europe or electronic mail us at [email protected].
About MMGY World
MMGY World is the world’s main built-in advertising and marketing agency specialising within the journey, hospitality and leisure industries. With working manufacturers the world over, the award-winning organisation maintains a world communications follow in all advertising and marketing channels, serving lots of the world’s premier journey and tourism manufacturers. As an organization devoted to the journey trade, MMGY World strives to create a related, inclusive and peaceable world by selling journey as a cultural bridge of understanding. For extra data, go to mmgyglobal.com.
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